Nike Inc., founded by Phil Knight and Bill Bowerman in 1962 was partnered under the name, Blue Ribbon Sports (Carbasho & Greenwood Press (Westport, Conn.), 2010, p. 25). Back then their motto was to dispense affordable high-quality athletic shoes to Americans buyers in an effort to disrupt Germany's control of the domestic industry. From there the company has grown to what it is now, a name synonymous wit sneakers and athletic gear. And with it has developed a human capital recruitment philosophy based on fitness and athletics where employees feel the team spirit and being a part of a team. Their methods and techniques often include allowing employees an extra half hour for their lunch break to get in a workout. Their motto is promoting not just a product, but a lifestyle that they also want to see in their employees.
The now famous "Just Do It" mantra of Nike is a philosophy of active lifestyle. They want customers who buy their athletic shoes and clothes to be healthy, active, inspired. They reflect that in their company by letting employees work out and play sports during their lunch break. In fact, all new employees watch a video of sports highlights followed by a soundtrack that discourses the soul of the athlete and the competitive inner self.
Additionally, management sends regular emails updating employees on the current successes of Nike-sponsored athletes, and frequently receives spokespeople to inspire and acknowledge its staff for offerings to the sports world....
It is not shocking that an athletic background aids a prospective employee. Often, when prospective employees look for work with specific companies, they highlight certain attributes in order to gain the employer's attention. Using keywords, like for Nike, athletic, fitness enthusiast, will drive a prospective employees chances of being interviewed higher than that of someone with no athletic background or keyword use. "The new imperative is to present your professional skills as attractively as possible, packing your profile with keywords (marketing manager, global sourcing specialist) that will send your name to the top of recruiters' searches" (Cascio, 2013, p. 199).
This brings into perspective whether or not this kind of philosophy is effective. When looking at some Nike stores, the employees do not look like they lead an athletic lifestyle. Some were even noticed to be overweight and lethargic. If Nike Inc. is so keen on promoting an active lifestyle, especially in their employees, why is it some employees are not representing that active lifestyle?
Other successful companies like Google promote teamwork much like Nike Inc. tries to, through keeping the company emblem on screensavers, uniforms, etc., but they do not seem to provide adequate techniques for promoting teamwork amongst the employees. Google Inc. allows its employees input in designing rooms for their buildings, being a part of a team and having fun (Vise & Malseed, 2005, p. 35). In chapter…
